Case Study On Midea Export Risk Protection Strategy Based On Export Life Chain Theory

The foreign busienss people is facing different risks when they launch the business with customers,as the foreign business is full of different risks,but most of the enterprises only pay attention to "cure" instead of pre-protection.So the many risks happened caused and heavy lost to the enterprise.This artical is based on Midea Group's export business case study, Midea's export business expand very rapidly, also become top 10 in the line,even so, Midea group still face some different risks and suffered from some heavy lost.The author introduced product life theory and the market cycle theory, and based on these theory and the latest export life chain theory.The author developed brand-new order cycle system theory.According to this theory, the export divided into the introduction period (Negotiation),the growing period (Manufacturing),Mature period(Delivery),order service period(After service).The author analyzed the export case of every period, remarked the common risk key factors, which need to be faced by the export enterprise.and based on these, the author established new export protection strategy and reduced the risk to the minimum.According to the statistic of China Commercial department,there is total 5% lost from China enterprise's export risk,while the developed countries only suffer 0.5% risk.That's why I choose this issue for studying and wish Midea group and other export enterprise avoid the risk during the export.